Effective use of Advertisement on Facebook by means of engaging consumers

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TABLE OF CONTENTS

CHAPTER 4: FINDINGS AND RESULTS1

Discover new information about products and services22

Enjoyably interact with companies23

Obtain discounts or special offers from the companies24

Give or receive recommendations about a brand or product25

Easily Socialize with Friends27

Discover new information about products and services28

Enjoyably interact with companies29

Obtain discounts or special offers from the companies30

If you have shared an opinion about a brand on Facebook with your peers, have you noticed an ad for that brand on your profile page?31

Discuss about a brand with the peers32

Make a product purchase online33

Make a product purchase offline34

CHAPTER 5: DISCUSSION AND ANALYSIS42

REFERENCES46

APPENDICES47

Interview Transcripts47

Quantitative Analysis55

CHAPTER 4: FINDINGS AND RESULTS

Social marketing has become a powerful tool in a time when the cost of communication was falling fast. The subsequent spread of cheap Internet access opens up opportunities for companies to deal directly with thousands or millions of individual customers in a way that was previously unimaginable, and only managed through an intermediary . The cost of communications and advertisements continues to fall with new channels of communication arise, presenting opportunities and challenges for direct marketing.

Opportunities arise from a wider choice of affordable communications with existing and potential customers. But this is a task for companies to evaluate the effectiveness of this proliferation of new channels. A more serious problem is the lack of control over the message that this channel should increase, as consumers are increasingly able to communicate with each other, and in this environment, high-load communication, direct marketing has to compete for attention with reports from a wide range of peer group- Media(Wind 1999, 25) .

There is a dilemma faced by the company plans to interact with social networks. On the one hand, they may seek to manage the communication environment within the network, to make sure that their brand message comes through clearly. They may also be involved in the presence of demographic and lifestyle information to improve their focus on individual members of the network. But on the other hand, the true social networking means the members feel a sense of ownership of the community, and there is evidence that people may be dissatisfied with corporate incursion into what is perceived as their own space community (Wellman, 1999, 67). Individual social networks are often passed through very fast life cycles, growth, maturity and decline, as a community first saw how bright and attractive, and then lose their appeal for members of the community because they are dominated by commercial interests. It was reported that many once widely used Web sites such as Friendster and Friends Reunited have gone on the decline, should be replaced by newer sites such as Facebook and Twitter, which were early in their life cycle.

Taking into consideration the effective use of advertisement on Facebook by means of engaging customers, a study has been carried out. The results from almost 137 respondents were based on qualitative research (Subrahmanyama, 2008, 50). The nature of qualitative research was based on open-ended ...